It's time to rejoice, fair skin has finally come back into fashion

Fair is no longer a dirty word.

Elle Fanning attends the 70th Anniversary of the 70th annual Cannes Film Festival at Palais des Festivals on May 23, 2017 in Cannes, France. (Photo by Chris Jackson/Getty Images)US actress Kirsten Dunst poses as she arrives on May 24, 2017 for the screening of the film 'The Beguiled' at the 70th edition of the Cannes Film Festival in Cannes, southern France. / AFP PHOTO / LOIC VENANCELOIC VENANCE/AFP/Getty ImagesElle Fanning attends the 70th Anniversary screening during the 70th annual Cannes Film Festival at Palais des Festivals on May 23, 2017 in Cannes, France. (Photo by Antony Jones/Getty Images)Actresses Elle Fanning, from left, Nicole Kidman and Kirsten Dunst pose for photographers during the photo call for the film The Beguiled at the 70th international film festival, Cannes, southern France, Wednesday, May 24, 2017. (AP Photo/Thibault Camus)Actor Emma Stone, winner of the award for Actress in a Leading Role for 'La La Land'US actress Elle Fanning poses as she arrives on May 24, 2017 for the screening of the film 'The Beguiled' at the 70th edition of the Cannes Film Festival in Cannes, southern France. / AFP PHOTO / Valery HACHEVALERY HACHE/AFP/Getty ImagesEmilia ClarkeNicole Kidman and Elle Fanning walk the red carpet at Cannes Photo: Getty

As we head into summer, you're more likely to see less sunburned skin or too-bronzed faces as women are embracing their natural skintones.

Emma Stone, a natural blonde, has been embracing the paler look for years and wasn't tempted to dip into a spray tan before winning her Best Actress Oscar in February, instead, standing out among the sea of women bronzed by the California sunshine.

At the Cannes Film Festival last month, Nicole Kidman, Kirsten Dunst, and Elle Fanning, Michelle Williams and Julianne Moore are blazing their own trails for a more pared back look, while on Irish shores, model of the moment Sarah Tansey's signature look is her fair skin.

Actresses Elle Fanning, from left, Nicole Kidman and Kirsten Dunst pose for photographers during the photo call for the film The Beguiled at the 70th international film festival, Cannes, southern France, Wednesday, May 24, 2017. (AP Photo/Thibault Camus)

According to the experts, this is part of a natural shift towards more responsible skincare and for those who don't want to fake it with a glow from a bottle are shunning anything extra altogether.

And brands are noticing a surge in sales of products containing SPF components.

Actor Emma Stone, winner of the award for Actress in a Leading Role for 'La La Land'

"The SPF products are much lighter now and have a less cakey feel. The older creams were so heavy it turned people off. Now, you don’t feel as if your skin is caked," Oonagh Clarke, Managing Director of French Cosmetics told Independent.ie.

"It’s individual, it’s a choice for people. I’m delighted [to see the shift towards fair skin], the sun ages your skin so much in particular on your hands."

Actress Kirsten Dunst poses for photographers during the photo call for the film The Beguiled at the 70th international film festival, Cannes, southern France, Wednesday, May 24, 2017. (AP Photo/Thibault Camus)

Irish women might still be the biggest consumers of fake tan per capita of anywhere in the world, but instead of layering it on, they're embracing a more subtle look - you can guarantee that any of the celebrities mentioned above didn't ask for at least a dollop of bronzer or highlighter.

"A lot of people have been put off fake tan from the likes of TOWIE and it's helped them embrace a more natural look," Ms Clarke added, emphasising the importance of wearing sun protection everywhere.

"You can use a product for your face or one specifically for your hands. Suddenly, women in their 50s, 60s and 70s are looking at age spots and you can’t do anything about it then. We are blessed with lovely skin in Ireland, but some have abused this in the sun rather from a fake glow."

"Dark spots, wrinkles and sagging skin appear much sooner in people who have had lots of sun exposure without sufficient protection," she told us at the launch of the new Garnier Ambre Solaire Sensitive Advanced Protecting and Hydrating Face Mist launch in Dublin.

"SPF, or sun protection factor, protects our skin from UVB rays in sunlight which are the cause of sunburn. If your skin would normally go red within 10 or 20 minutes of exposing it to the sun without protection, applying adequate quantities of SPF 50 means that it would take up to 50 times as long for the same to happen," she explained.

"Fair skin burns much more easily. Not only is sunburn painful in the short-term, it also greatly increases the risk of dangerous skin cancers, such as melanoma, down the line."